If you’re considering advertising on Facebook and Instagram, this article is your go-to resource. In the following blog post, we’ll address common questions that beginners encounter when learning to run Meta ads.
In today’s digital landscape, the influence of social media is impossible to ignore. Meta, the parent company of Facebook and Instagram, serves as a prime example. According to Meta’s Q4 2023 financial report, its platforms boasted a staggering 3.98 billion monthly active users, marking a 6% year-over-year growth. In the same quarter, Meta’s revenue reached $40.1 billion, a 25% increase compared to Q4 2022. These figures solidify Meta’s position as a crucial digital marketing platform.
Thanks to continuous technological advancements, running Meta ads has become more accessible for merchants. If you’re considering advertising on Facebook and Instagram, this article is your go-to resource. In the following blog post, we’ll address common questions that beginners encounter when learning to run Meta ads.
Content:
What is Meta Pixel? How Important is Meta Pixel?
How to Set Up Meta Pixel?
How to Start Running Meta Ads?
Target Audience Setup: Key Considerations
Understanding Meta Ad Rejections
Latest Meta advertising features for online store owners
What is Meta Pixel? How Important is Meta Pixel?
Meta Pixel, formerly known as Facebook Pixel, is a snippet of code that you can embed into your online store. Whenever visitors perform specific actions on your store—such as adding items to their cart or making a purchase—Meta Pixel records these “events.” You can access these records on the Meta Pixel page within the Events Manager tool. This data is invaluable for running targeted marketing campaigns, enabling you to reach relevant visitors with Meta ads.
Meta Pixel offers several key features:
Track website traffic: It logs visitor behavior on your online store, including page clicks and time spent on each page. This data helps you analyze how visitors interact with your store.
Evaluate ad performance: By measuring actions taken by the audience after viewing an ad—like adding items to the cart—you can gain a better understanding of the ad’s effectiveness.
Customize ad audiences: Meta Pixel allows you to deliver dynamic ads to visitors who have previously visited your store, achieving retargeting effects.
How to Set Up Meta Pixel?
According to Meta’s official tutorial, you can set up Meta Pixel on your online store either through Meta’s official partner integration tools or manually. The general steps are as follows:
Create the Meta Pixel and set up the base pixel code.
Define the “pixel events” you want to track. These can include actions like adding items to the cart or making a purchase, which are crucial for understanding customer behavior.
For Boutir merchants, integrating Meta Pixel is straightforward. You can use the Facebook Business Extension available in the Boutir mobile app or management interface. For in-depth instructions, refer to: How to set up the Facebook Business Extension?
How to Start Running Meta Ads?
Before launching Meta ads, in addition to setting up the Meta Pixel, you need to apply for an ad account and create a Meta Business Suite and Business Manager. These tools enable you to manage all your pages, accounts, and business assets from a single, centralized location. Once your ad account is ready, you can head to the Ads Manager to create your Meta ads.
When creating Meta ads, select the appropriate advertising objective based on your retail business needs:
Advertising Objectives
Primary Function
Relevant Business Scenario Examples
Sales
Identify users likely to purchase products or services
Stimulate users’ shopping intent and drive online store sales
Prospecting
Attract potential customers to your brand
Encourage users to fill out forms, provide contact information, or become online store members for future marketing
Engagement
Increase video views, page likes, or event responses
Entice users to like your page, comment on posts, and participate in online store promotional activities
Traffic
Direct users to a specific destination
Drive users to visit your online store
Awareness
Show ads to users most likely to remember the advertisement
Suitable for new brands or stores looking to make a mark in the market
Promote the app
Encourage users to install and continue using your app
Launching a new mobile app for your online store
Target Audience Setup: Key Considerations
When defining your target audience, keep the following tips in mind:
Analyze Page Followers: Base your initial audience settings on the demographics of your page followers, including age, gender, and location.
Customize with Keywords: Use the “Detailed Targeting” section to enter relevant keywords. These can be product-related (e.g., product features, brand name) or audience-related (e.g., occupation, lifestyle).
Create Lookalike Audiences: Target individuals who share similar characteristics with your existing customers. For beginners, a similarity range of 1% - 3% is recommended.
Monitor Audience Size: After setting targeting conditions, pay attention to the estimated audience size. Applying too many conditions can significantly reduce the size of your potential audience.
If you find Meta advertising complex or lack the time to manage it, consider using the Boutir mobile app to launch Meta ads. For detailed instructions, see: How to Set Up Facebook Ads.
Understanding Meta Ad Rejections
If your Meta ads are frequently disapproved, it’s crucial to review your ad content against Meta’s Advertising Policies. Common reasons for rejection include:
Inappropriate content
Examples
Promotion of Sensitive Industries
Adult products
Prescription medications (without prior written consent)
Deceptive content
Features that don’t exist in the product or service, such as simulated play buttons or false notifications
Promises of unrealistic results, especially related to health, weight loss, or financial gains
Discriminatory content
Any form of discrimination based on race, ethnicity, religion, or other protected characteristics
Suggest to focus on the benefits of your product or service rather than highlighting problems. For example, in the hair growth industry, change “Do you have baldness problems?” to “Do you want to increase hair volume?
Latest Meta advertising features for online store owners
Leveraging machine learning, this feature identifies and targets the most valuable advertising audiences with minimal resources. Businesses using this feature have seen a 32% average increase in return on ad spend (ROAS)
When users click on the ad, the system auto-fills most contact form fields using their Facebook contact information. This reduces form abandonment rates
You can customize the form to collect essential information first, such as phone numbers, emails, etc.
Advantage campaign budget setup
Set one main campaign budget, and the system will automatically allocate it to the ad sets with the best opportunities throughout the campaign period
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